Introduction to Sport Marketing: A Practical Approach

Introduction to Sport Marketing: A Practical Approach

by Aaron Smith
     
 

ISBN-10: 0750686855

ISBN-13: 9780750686853

Pub. Date: 07/07/2008

Publisher: Taylor & Francis

Introduction to Sports Marketing is the first book to take the beginner through the sometimes baffling world of sports marketing. Written in a very accessible manner specifically for anyone at the start of their careers, this book explains the basic principles and practices of strategic marketing in the sports industry.

Unlike current books available on

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Overview

Introduction to Sports Marketing is the first book to take the beginner through the sometimes baffling world of sports marketing. Written in a very accessible manner specifically for anyone at the start of their careers, this book explains the basic principles and practices of strategic marketing in the sports industry.

Unlike current books available on the market, this is aimed at the beginner and equips them with the skills to:

  • apply marketing theory to the unique sports industry environment
  • conduct an internal and external analysis of a sport organization in order to identify market opportunities
  • apply basic skills in the identification of marketing opportunities, and the formulation of these opportunities into marketing objectives
  • use a marketing framework to develop a strategic sport marketing direction
  • use a marketing framework to develop a sport marketing strategy that addresses segmentation, targeting, differentiation and marketing mix variables
  • utilize control and quality tools to monitor progress and introduce changes to the marketing strategy and tactics.

Packed with cases, questions, exercises, illustrations and with supporting online materials, Introduction to Sports Marketing should be the first stop on any sports manager and marketers' reading list.

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Product Details

ISBN-13:
9780750686853
Publisher:
Taylor & Francis
Publication date:
07/07/2008
Series:
Sport Management Series
Edition description:
New Edition
Pages:
340
Product dimensions:
7.40(w) x 9.60(h) x 0.80(d)

Table of Contents

1. Sport Marketing Introduction 2. Sport Markets 3. Sport Consumers 4. Sport Marketing Opportunities 5. Sport Marketing Strategy 6. Sport Products 7. Sport Pricing 8. Sport Distribution 9. Sport Promotion 10. Sport Sponsorship 11. Sport Services 12. Sport Marketing and the New Media 13. Sport Marketing Implementation and Control

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